Future of TV Streaming in Focus at Parallel Gatherings

Over the course of one week, two conferences related to online
video streaming occurred on either side of the pond: the DPAA's Video Everywhere Summit in New
York City, which took place on November 3, and the OTT TV World Summit in London, England,
which transpired November 9 – 12.

Speakers, brand delegates, and industry figures appeared at
both events, which spearheaded conversations regarding the direction television,
advertising and OTT entertainment is headed.

Young & Rubicam’s global CEO David Sable directly took
on those who suggest TV is on its way out.

“There will still be TV thousands of years from now. It might be broadcast into
your brain telekinetically, but it will still be TV,” Sable said
at the Video Everywhere Summit.

Sable added that the concept of “free content” will not be the path forward.

“The future of free is dismal and not sustainable. Advertising pays for
content. There are three ways to access content: steal it, pay for it or watch
ads.” Sable said.
“NFL contracts are up in 2022. That is when the next big change will happen.
That will be the next huge inflection.”

Meanwhile, President and CEO
of the DPAA,Barry Frey,
offered a prediction:

“By the year 2017, more than half of all out-of-home
advertising will be digital advertising,” Frey told
The Drum.

A variety of topics were covered at the OTT TV World Summit, which spanned four days.